Make–A–Wish Foundation: high value direct mail appeal

Exhibited by
Mal Warwick.
Added
May 12, 2010
Medium of Communication
Direct mail
Target Audience
Individuals
Type of Charity
Children, youth and family
Country of Origin
USA
Date of first appearance
2007

SOFII’s view

The innovative proposal format singles out this interesting, informative and award-winning direct mail pack for special attention on SOFII. Upgrading donors is always a challenge. This pack achieves that with style and verve, asking donors to treat their increased gift not as a donation but as an investment. How they did this has a lesson for us all. In particular, note the way the letter writer feeds back to donors on what their past giving has achieved, in the form of, among other things, swimming with dolphins, building a robot and meeting a famous musician. Not always common from fundraisers, donors invariably respond again generously when they can see results from their previous giving.

Creator / originator

Mal Warwick Associates.

Name of exhibitor

Mal Warwick.

Summary / objectives

This ‘high-dollar’ proposal package was intended to energise donors to the Make–A–Wish Foundation of the Greater Bay Area to upgrade their gifts.

Background

This is a ‘high-dollar’ package characterised by strong production values, extensive personalisation and a personalised ‘proposal’ to each individual donor.

Special characteristics

This package was one of a series that dramatically increased income for the Make–A–Wish Foundation, Greater Bay Area Chapter.

Merits

The ‘proposal’ format of this package is one of the most successful approaches developed by Mal Warwick Associates in the context of its many high-dollar programmes for clients. When first used in the late 1980s, it yielded breakthrough results. What is truly remarkable is that two decades later this approach was still achieving outstanding results – and winning direct marketing awards, as did this package.

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The Make-A-Wish Foundation’s four page personalised proposal document page 1
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The Make-A-Wish Foundation’s four page personalised proposal document page 2
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The Make-A-Wish Foundation’s four page personalised proposal document page 3
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The Make-A-Wish Foundation’s four page personalised proposal document page 4
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The Make-A-Wish Foundation’s two page letter – page 1
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The Make-A-Wish Foundation’s two page letter – page 2